Shopper Marketing —— How to Increase Purchase Decisions at the Point of Sale

----- 购物者营销：如何在销售点增加购买决策

ISBN: 9780749464714 出版年：2012 页码：295 St氓hlberg, Markus Maila, Ville Kogan Page

Chapter - 22: Marketing as a crucial part of retailer partnership - Antti Syvaniemi Chapter - 23: Touching the elephant - Chris Hoyt Chapter - 24: Future shock - Ken Barnett Chapter - 25: Shopper marketing's true potential - Dan Flint Chapter - 26: Putting the shopper in your shopper marketing strategy - Matt Nitzberg Section - THREE: What is shopper marketing in action? Chapter - 27: Improving shopper marketing profitability with innovative promotions - Markus Stahlberg Chapter - 28: The circle of shopper marketing mechanization - Dick Blatt Chapter - 29: Nestle Rossiya, Russia - Lubov Kelbakh Chapter - 30: Connected shoppers are here, now - but how do you connect with them? - Jason Rogers Chapter - 31: Tesco Fresh & Easy, USA - Simon Uwins Chapter - 32: Shopper-oriented pricing strategies - Jon Hauptman Chapter - 33: Packaging can be your best investment - Russ Napolitano Chapter - 34: The real power of brands in the digital world: what marketers must know about the online shopping decision process - Juliano Marcilio Chapter - 35: 'Too many choices' - and their implications for package design - Scott Young Chapter - 36: Maximizing ROI of package promotions - Ville MailaChapter - 21: Shopper promotions: what can marketers learn from price discounts - Markus Stahlberg Chapter - 20: Capitalize on unrealized demand among shoppers - Al Wittemen Chapter - 19: The missing link: turning shopper insight into practice - Toon van Galen Chapter - 18: Bridging gaps: retail in the emerging Indian market - Dheeraj Sinha Chapter - 17: Ensuring your brand gets on the shopping list - Robert Levy Chapter - 16: Internationalization of shopper marketing - Ville Maila Chapter - 15: The conversion model for shopper research - Clemens Steckner Chapter - 14: Integrated communications planning for shopper marketing - David Sommer Chapter - 13: Retail media: a catalyst for shopper marketing - Gwen Morrison Chapter - 12: Tailing your shoppers: retailing for the future - AnnaMaria M Turano Chapter - 11: Connecting, engaging and exciting shoppers - Michael Morrison and Meg Mundell Section - TWO: Strategy: how to approach shopper marketing Chapter - 10: The shopping motives of Chinese shoppers - Kevin Mu Chapter - 09: The three shopping currencies - Herb Sorensen Chapter - 08: For shoppers there's no place like home - Harvey Hartman Chapter - 07: Illogic inside the mind of the shopper - Michael Sansolo Chapter - 06: Science of shopping - Gopi Krishnaswamy Chapter - 05: Bringing shopper into category management - Brian Harris Chapter - 04: Seven steps towards effective shopper marketing - Luc Desmedt Chapter - 03: Shopper marketing: the discipline, the approach - Jim Lucas Chapter - 02: Point of view on shopper marketing - Gordon Pincott Chapter - 01: Science of shopping - Paco Underhill Section - ONE: Definition: what is shopper marketing? Chapter - 00: Introduction